The 7th edition of the I-COM Global Summit gathered 400 experts in Smart Data Marketing from 30 different countries in Seville, Spain. After a week of insightful presentations, innovative projects and a good dose of Spanish culture and fun, one thing was clear: in order to make data human, people need to be at the center of advertising and communication strategies. As people become more aware of the value and uses of their personal data and the privacy debate gains momentum, marketers have the opportunity to find ways to build trust through transparency, the sharing of data and a true value exchange with people. Ongoing trends such as device fragmentation, increase in mobile use and online video consumption, the evolution towards programmatic TV and the emergence of new ad formats such as native advertising bring with them both challenges and opportunities.
To access the Whitepaper follow this link.